机构研究报告-意大利头戴耳机用户分析报告：Sony索尼

温馨提示：以下内容均为外文报告原文，请外语不好的同学谨慎打开。消费电子，智能硬件，工业，农业，自动化，机器人，服务，教育………CONSUMERS&BRANDSHeadphones:SonyusersinItalyConsumerInsightsreportAugust2024ConsumerInsightsGlobalsurveyIntroductionReportoverviewGlobalsurveymethodology(1)ThisreportoffersthereaderacomprehensiveoverviewofSonyusersinItaly:whotheyare;whattheylike;whattheythink;andhowtoreachthem.Itprovidesinsightsontheirdemographics,lifestyle,opinions,andmarketingtouchpoints.Additionally,thereportallowsthereadertobenchmarkSonyusersinItaly(’’brandusers’’)againstItalianheadphoneusersingeneral(’’categoryusers’’),andtheoverallItalianconsumer,labelledas’’allrespondents’’inthecharts.ThereportisupdatedquarterlyandisbasedondatafromtheConsumerInsightsGlobalsurvey,aninternationalsurveythatcoversmorethan15,000brandsacross56countries.Design:OnlineSurvey,splitquestionnairedesignDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegion:56countriesNumberofrespondents:•12,000+forcountrieswiththeextendedsurvey(includingItaly)•2,000+forthebasicsurveySample:Internetusers,aged18–64,quotassetongenderandageFieldwork:•ContinuousfromJanuarytoDecember•Countriesthatreceivetheextendedsurveyareupdatedfourtimesayear2Notes:(1):Seethefullmethodology

foradetailedoverviewofthestudydesignSources:ConsumerInsightsGlobalasofAugust2024CHAPTER01Managementsummary•Brandusage•KeyinsightsThemarketshareofSonyhasdeclinedcomparedto2021Q1Managementsummary:brandusagetimelineTimelineofheadphoneusersusingSony15%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%13%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%12%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%10%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%9%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%8%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%7%52021Q12021Q22021Q32021Q42022Q12022Q22022Q32022Q42023Q12023Q22023Q32023Q42024Q12024Q2Notes:"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100-227Sonyusers,n=1309-1509headphoneusersSources:ConsumerInsightsGlobalasofAugust2024SonyusersinItalyManagementsummary:keyinsightsDemographicprofileConsumerlifestyleConsumerattitudesMarketingtouchpointsSonyismorepopularamongGenerationZthanotherheadphonebrands.Comparedtootherheadphonebrands,Sonyhasarelativelyhighshareofmaleusers.SonyhasalargershareofuserswithahighincomethanotherheadphoneAnhonestandrespectablelifeislessimportanttoSonyusersthantootherheadphoneusers.ArtsandliteraturearerelativelyprevalentinterestsofSonyusers.TechorcomputersarerelativelypopularhobbiesamongSonyusers.36%ofSonyusersstatethattheywantthebestaudioandcinematicexperienceonalldevices.27%ofSonyusersareinnovatorsorearlyadoptersofnewproducts.ArelativelyhighshareofSonyusersthinkthatpovertyisanissuethatneedstobeaddressed.X(Twitter)ismorepopularamongSonyusersthantheaverageheadphoneuser.Sonyusersrememberseeingadsonsocialmediamoreoftenthanotherheadphoneusers.brands.Sonyusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneral.6Sources:ConsumerInsightsGlobalasofAugust2024CHAPTER02Demographicprofile•Generations•Gender•Education•Income•Householdclassification•Typeofcommunity•LGBTQ+SonyismorepopularamongGenerationZthanotherheadphonebrandsDemographicprofile:generationsAgeofconsumersinItalyBrandusers33%28%24%15%Categoryusers23%32%35%9%Allrespondents19%31%39%11%8Notes:Sources:GenerationZMillennialsGenerationXBabyBoomers’’Howoldareyou?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Comparedtootherheadphonebrands,SonyhasarelativelyhighshareofmaleusersDemographicprofile:genderGenderofconsumersinItalyBrandusers59%41%Categoryusers52%48%Allrespondents50%51%MaleFemale9Notes:Sources:’’Whatisyourgender?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSonyusershaveacollegedegreeDemographicprofile:educationConsumer’slevelofeducationinItaly29%29%26%20%20%20%21%18%16%20%19%18%3%3%5%6%7%9%4%3%3%NoformalLowersecondaryUppersecondaryTechnical/BachelordegreeMasterdegreeDoctoraldegreeeducation/education(noteducationvocationalorequivalentorequivalentorequivalentprimaryschooleligiblefor(eligibleforeducation10Notes:Sources:universitystudy)universitystudy)BrandusersCategoryusersAllrespondents’’Whatisthehighestlevelofeducationyouhavecompleted?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SonyhasalargershareofuserswithahighincomethanotherheadphonebrandsDemographicprofile:incomeShareofconsumersinItalyinthehigh,middle,andlowthirdsofmonthlyhouseholdgrossincomeBrandusers44%30%26%Categoryusers40%30%30%Allrespondents33%33%33%11HighMiddleLowNotes:Recalculatedtoonlyincluderespondentsthatprovideincomeinformation,recodebasedon’’Monthly/annualhouseholdincome(localcurrency)’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024Comparedtootherheadphoneusers,SonyusersarerelativelylikelytoliveinahouseholdoftwoormorerelatedadultsDemographicprofile:householdclassificationTypeofhouseholdsinwhichconsumersinItalylive31%33%30%26%26%20%19%21%23%13%13%13%5%5%6%3%3%2%3%3%3%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalTwoormorerelatedadultsOtherhouseholdtypes12familyBrandusersCategoryusersAllrespondentsNotes:Typologybasedon’’householdsize’’,’’householdconstellation’’and’’childrenundertheageof14inhousehold’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024SonyusersaremorelikelytoliveinlargecitiesthanheadphoneusersingeneralDemographicprofile:typeofcommunityCommunitieswhereconsumersliveinItaly32%30%28%22%24%24%25%22%21%12%11%11%13%13%11%13Notes:Sources:RuralcommunitySmalltownMedium-sizedtownLargecityCitywithover1millioninhabitantsBrandusersCategoryusersAllrespondents’’Inwhattypeofcommunitydoyoulive?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust20247%ofSonyusersconsiderthemselvespartoftheLGBTQ+communityDemographicprofile:LGBTQ+LGBTQ+statusofconsumersinItalyBrandusers7%87%6%Categoryusers7%86%7%Allrespondents5%87%8%14Notes:YesNoWouldrathernotsay’’DoyouconsideryourselfpartoftheLGBTQ+community?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER03Consumerlifestyle•Lifevalues•Maininterests•Hobbies&leisureactivities•Sportsactivities•SportsfollowedAnhonestandrespectablelifeislessimportanttoSonyusersthantootherheadphoneusersConsumerlifestyle:lifevaluesMostimportantaspectsoflifeforconsumersinItaly53%54%57%60%48%45%36%33%31%35%35%36%34%35%31%28%21%22%27%26%27%25%17%17%12%13%14%10%9%9%AhappyrelationshipAnhonestandrespectablelifeMakingmyowndecisionsSafetyandsecurityLearningnewthingsSocialjusticeHavingagoodtimeTobesuccessfulTraditionsAdvancingmycareer16Notes:Sources:BrandusersCategoryusersAllrespondents’’Outofthefollowinglist,whicharethe3mostimportantaspectstoyouinlife?Pleasechooseexactly3.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024ArtsandliteraturearerelativelyprevalentinterestsofSonyusersConsumerlifestyle:maininterestsTop10interestsofSonyusersinItaly58%56%49%57%60%56%53%47%42%53%62%55%51%47%43%51%48%40%46%38%32%44%38%34%42%36%31%34%34%31%Movies,TVshowsFood&diningSportsTravelHealth&fitnessScience&technologyArts&literaturePolitics&societyandcurrentHistoryFashion&beauty17&musicBrandusersCategoryusersAllrespondentsNotes:’’Whattopicsareyoupersonallyinterestedin?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Sources:worldeventsTechorcomputersarerelativelypopularhobbiesamongSonyusersConsumerlifestyle:hobbies&leisureactivitiesTop10hobbiesandleisureactivitiesofSonyusersinItaly51%42%35%51%40%35%51%39%31%45%46%43%42%51%46%36%36%35%34%36%32%34%31%33%32%27%26%26%23%19%DoingsportsandfitnessOutdooractivitiesTech/computersReadingTravelingCooking/bakingPetsSocializingVideogamingPhotography18Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatareyourpersonalhobbiesandactivities?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Sonyusersaremorelikelytodofitness,aerobics,cardiothanotherheadphoneusersConsumerlifestyle:sportsactivitiesTop10sportsactivitiesofSonyusersinItaly28%26%23%19%19%19%15%13%11%16%14%13%14%13%10%13%8%5%13%10%8%10%10%8%9%11%9%6%1%1%Running/joggingFitness,aerobics,cardioCyclingSoccerHikingVolleyball/BeachVolleyballTennisSwimming/DivingYoga/pilatesBadminton19Notes:Sources:BrandusersCategoryusersAllrespondents’’Whichofthesesportsoractivitiesdoyoudoatleastoccasionally?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=64Sonyusers,n=1346headphoneusers,n=6,002allrespondentsConsumerInsightsGlobalasofAugust2024SonyusersaremorelikelytofollowsoccerthanotherheadphoneusersConsumerlifestyle:sportsfollowedTop10sportsfollowedbySonyusersinItaly43%38%34%21%18%15%12%18%19%17%13%11%17%14%12%15%12%10%11%9%8%8%6%5%7%10%10%7%4%4%20Notes:Sources:SoccerMotorsportsTennisBasketballVolleyballCyclingSwimmingGymnasticsAthletics/diving(track&field)BrandusersCategoryusersAllrespondents’’Inwhichofthesesportsdoyoufollowcompetitions,leaguesorteams?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=53Sonyusers,n=1346headphoneusers,n=5,171allrespondentsConsumerInsightsGlobalasofAugust2024BoxingCHAPTER04Consumerattitudes•Attitudestowardsconsumerelectronics•Innovationadoption•Challengesfacingthecountry•Politics2136%ofSonyusersstatethattheywantthebestaudioandcinematicexperienceonalldevicesConsumerattitudes:housing&householdequipmentAgreementwithstatementstowardshousing&householdequipmentinItaly58%57%51%48%46%40%36%32%27%32%32%27%17%21%18%IcouldnotlivewithoutmysmartphoneIwouldlovetocontrolmyhomeviasmartphoneorvoiceIwantthebestaudioandcinematicexperiencefromallIbuynewelectronics,evenwhenmyoldmodelstillworksElectronicsareastatussymbolforme22Notes:mydevicesBrandusersCategoryusersAllrespondents’’Whichofthesestatementsapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=2,032allrespondentsSources:ConsumerInsightsGlobalasofAugust202427%ofSonyusersareinnovatorsorearlyadoptersofnewproductsConsumerattitudes:innovationadoptionInnovationadoptertypesbasedonstatementstowardsinnovationbyconsumersinItaly49%51%35%24%23%17%12%17%18%15%15%19%3%2%1%23InnovatorsEarlyadoptersEarlymajorityLatemajorityLaggardsBrandusersCategoryusersAllrespondentsNotes:Recodebasedon’’Whichofthesestatementsregardingtechnologyapplytoyou?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ArelativelyhighshareofSonyusersthinkthatpovertyisanissuethatneedstobeaddressedConsumerattitudes:challengesfacingthecountryThe10mostimportantissuesfacingItalyaccordingtoSonyusers62%58%54%58%54%50%53%47%44%50%45%41%47%42%39%47%57%53%49%46%46%44%42%38%43%44%39%40%47%43%EconomicsituationRisingprices/inflation/PovertyClimatechangeEnvironmentUnemploymentHealthandsocialsecurityImmigrationEducationCrime24Notes:costoflivingBrandusersCategoryusersAllrespondents’’Whatdoyoupersonallythinkarethemostimportantissuesinyourcountryofresidencethatneedtobeaddressed?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024ManySonyusershavecentristpoliticalviewsConsumerattitudes:politicsPoliticalattitudesofconsumersinItalyBrandusers26%31%29%14%Categoryusers26%26%31%17%Allrespondents25%25%29%21%25LeftCenterRightPrefernottoanswerNotes:Recodebasedon’’Manypeopleusetheterms’left’and’right’whentheywanttodescribepoliticalviews.Wherewouldyouplaceyourselfonascalefromlefttoright?’’;SinglePick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsSources:ConsumerInsightsGlobalasofAugust2024CHAPTER05Marketingtouchpoints•Socialmediausage•Mediausagebychannel•Digitaladvertisingtouchpoints•Non-digitaladvertisingtouchpoints21%42%X(Twitter)ismorepopularamongSonyusersthantheaverageheadphoneuserMarketingtouchpoints:socialmediausageSocialmediausageinItalybybrand76%76%69%76%66%73%68%71%61%52%37%34%18%24%21%19%22%26%20%12%12%8%10%7%6%8%6%5%27Notes:Sources:InstagramYouTubeFacebookTikTokX(Twitter)LinkedInTwitchSnapchatBeReal.BrandusersCategoryusersAllrespondents’’Whatsocialmediaplatformsdoyouuseregularly?ThisdoesnotincludeinstantmessengerssuchasWhatsApp.’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=50Sonyusers,n=696headphoneusers,n=6092allrespondentsConsumerInsightsGlobalasofAugust202430%SonyuserstendtolistentotheradiolessoftenthanheadphoneusersingeneralMarketingtouchpoints:mediausagebychannelTypeofmediaconsumersinItalyhavebeenusinginthepast4weeks93%90%87%76%74%64%64%53%41%59%58%48%61%63%48%43%33%25%43%29%42%39%35%37%33%31%22%24%18%17%16%15%TVDigitalvideocontentDigitalmusiccontentOnlinenewswebsitesRadioPodcastsMagazinesMovies/cinemaDailynewspapersOnlinemagazinesWeeklynewspapers28Notes:Sources:BrandusersCategoryusersAllrespondents’’Whatkindofmediahaveyouusedinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024SonyusersrememberseeingadsonsocialmediamoreoftenthanotherheadphoneusersMarketingtouchpoints:digitaladvertisingtouchpointsTop10placeswhereSonyusersinItalyhavecomeacrossdigitaladvertisinginthepast4weeks53%53%48%51%43%34%40%44%39%41%37%29%36%29%23%29%29%26%26%21%16%23%21%18%22%17%14%22%23%18%SocialmediaVideoportalsSearchenginesVideostreamingservicesWebsitesandappsOnlinestoresMusicportalsEditorialwebsitesNewslettersVideogames29Notes:Sources:ofbrandsandappsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossdigitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024Sonyusersrememberadstheysawout-of-homemoreoftenthanotherheadphoneusersMarketingtouchpoints:non-digitaladvertisingtouchpointsPlaceswhereconsumersinItalyhavecomeacrossnon-digitaladvertisinginthepast4weeks74%68%65%50%38%33%35%34%29%29%29%26%28%20%19%27%30%30%26%20%19%26%23%20%OnTVOnadvertisingBymailshot/DirectlyinInprintedOntheInprintedAtthemoviesspacesadvertisingthestoremagazinesradiodaily/cinema30Notes:Sources:onthegomailandjournalsBrandusersCategoryusersAllrespondents’’Wherehaveyoucomeacrossnon-digitaladvertisementsinthepast4weeks?’’;MultiPick;"Whatbrandareyourpersonalheadphones?";MultiPick;Base:n=100Sonyusers,n=1,346headphoneusers,n=12,198allrespondentsConsumerInsightsGlobalasofAugust2024newspapers•

Identifyandunderstandyourcoreaudiences•

TrackbrandKPIs+•

Analyzecompetitivelandscapes•

MonitorconsumertrendsgloballyGotoConsumerInsightsCONSUMERINS